Bronto Blog

Permission based list rental can be an effective email acquisition tactic if done properly. There are several definitions of list rental that exist out there and depending on which strategy you utilize, each can produce a different outcome. Determining factors can be practices used by the party you are renting from to the way you manage the acquisition post-click. The key to effective list rental is to ensure that it is indeed permission-based and utilize best practices when including as an acquisition tool.

So what does this mean to email marketers using list rental as an acquisition strategy?  First and foremost, it means that you need to be sure that the list members have explicitly opted in for third-party email from your list provider. Secondly, that you should not choose lists and list providers where you are given direct access to the recipients for the initial send.  Only after they respond to your email campaign should you receive contact client data. You should make certain that the permission-based list isn’t sent by you, but the party to which the subscriber originally opted in to receive third party emails. Sounds easy, but it isn’t. Many companies stray from this standard subscriber-based list rental practice and may even allow you to send to these names directly. Keep in mind that if this is allowed, you may cause yourself a world of deliverability and SPAM issues.

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